Seasonal micro-moments drive Ramadhan marketing in Indonesia

Ramadhan is one of the most important rituals in the Islamic calendar, and consumer behaviour changes to accommodate religious rituals such as iftaar, prayer and fasting.

Smart approaches to occasion marketing

This article is part of a series of articles on smart approaches to occasion marketing. Read more.

Indonesia is home to more Muslims than any other country in the world, with almost 90% of the population of 265 million following Islam. Living among them exposes us to some unique behavioural changes during the holy month of Ramadhan. Insights generated from a careful study of these behavioural changes creates impactful micro-moments for marketers to send relevant messages using the right channels to build relevance for the consumers.

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